Nielsen Debuts Publisher Insights Service

Nielsen has launched an advanced analytics solution called Digital Ad Ratings (DAR) Publisher Insights, to enable digital publishers to analyze the reach and effectiveness of their ad campaign data, and demonstrate the value of their properties and audiences.

A part of the firm's Digital Ad Ratings service, DAR Publisher Insights features Nielsen's new Digital Reach Benchmark, which ranks publishers' ability to deliver against both reach and on-target percentage for campaigns, comparing against industry campaign norms and competitors. A dashboard gives publishers access to metrics including reach efficiency - the rate at which a platform translates incremental impressions to individual targets; and incremental reach - the platform's incremental value in cross-platform campaigns.

The service also provides publishers with the option to showcase expanded audience attributes beyond age and gender, including information such as household income, ethnicity, education and occupation. Publishers can also conduct return on ad spend research retroactively, using Nielsen Catalina Solutions and Nielsen Buyer Insights data.

Andrew Feigenson (pictured), Nielsen MD of Digital, comments: 'It is time for the industry to evaluate campaign success using audience metrics that go beyond on-target percentage, and that are truly comparable and consistent between media types... With these advanced analytics, digital publishers can show advertisers the full value of their properties and the audiences they deliver'.

Web site: www.nielsen.com .